Fresh-baked approaches

Due to the troubled economy, price has become shoppers’ number one concern when buying bread. Over half (52%) of respondents to Mintel’s survey name “price” as one of the most important qualities they look for when buying bread. (“Made with whole grains” was the second most common response with 40%.)

The economy has changed how people shop. Consumers are shopping more at supercenters and warehouse clubs, clipping coupons, buying more private-label products and seeking out sale items. Roughly a third of bread users surveyed by Mintel say that because of the economy, they’ve started buying bread when it’s on sale.